Category:

Dateline:

Public Company Information:

NYSE:

PG

"You can close your eyes, but you can’t turn off your nose."

The 1st August sees the UK launch of P&G’s global and revolutionary
campaign for its air freshener brand Febreze. The new ‘Breathe Happy’
initiative sets out to prove to real people that Febreze freshness and
scent can transform the air so anyone can breathe happy, no matter where
they are. ‘Breathe Happy’ is Febreze’s biggest global advertising
campaign to date and its experiential strategy breaks the air care
category mould by involving real people for the first time. It is also
Febreze’s largest multimedia campaign to date, supported by fully
integrated media and direct-to-consumer channels including TV, print and
digital advertising, Facebook and YouTube brand platforms, PR,
experiential and in-store.

A new TV advertisement will launch on 1st August in the UK focusing on
how Febreze can surprise the senses of everyday people by proving
Febreze’s high-quality odour elimination and freshness capabilities in
extreme odour experiments. The people featuring in the TV ad are all
real which is why their reactions are so interesting. The participants
are blindfolded and are taken to a dingy environment where old, worn
furntiure and objects have been sprayed with Febreze so they can
‘breathe happy’ despite the surroundings.

Febreze is supporting the campaign with digital and social media
engagement – including a presence on YouTube in August. Febreze will
also continue to spread Breathe Happy moments across the UK at events
and on www.facebook.com/febrezeuk,
asking real consumers to participate in further scent experiments. In
addition a robust in-store presence at key retailers will be a key
component of the campaign.

The inspiration for ‘Breathe Happy’ was based on extensive P&G consumer
research which showed that consumers are strongly influenced by smell
and that being surrounded by freshness can deliver happiness. In this
research a real consumer said, “You can close your eyes, but you
can’t turn off your nose.” That powerful statement led P&G to bring
the insight to life with the Breathe Happy campaign, putting Febreze
products to the test and demonstrating that Febreze freshness and scent
can transform the air so anyone can breathe happy.

‘Breathe Happy’ is a completely new direction for P&G’s latest billion
dollar brand. The latest campaign sees a departure from the historic
comedic positioning of the brand, to real life consumers. Febreze takes
over everyday environments – hotels, restaurants and more – to uncover
real people’s reactions to odour scenarios and opens consumers’ eyes to
the air transformation that Febreze provides, even in the worst smelling
places.

“Breathe Happy is a first of its kind campaign in the air care industry,
rooted in the Febreze brand purpose to give people a breath of fresh
air. It’s the first time that the category has used real consumers at
the heart of the campaign,” states Gary Coombe, Vice-President, Brand
Franchise Leader and WE Home Care VP. “Following the advertising launch,
we will spread Breathe Happy to people everywhere delivering unique
moments at events and on Facebook, helping the world to Breathe Happy no
matter what their surrounding conditions.”

Febreze has been a product and marketing innovator for the past thirteen
years and continues to address an unmet consumer need for odour
elimination and freshness, positioning the brand today as the
pre-eminent leader in defining "freshness." The recent announcement that
Febreze is the latest P&G ‘billion dollar brand’ illustrates the
investment in R&D and expansion of the product portfolio in recent
years. A robust team of P&G R&D experts helped to create the new Febreze
Breathe Happy experiments in real settings in an authentic way that
positively transformed the air.

About Febreze

Febreze is an odour eliminator that traps or neutralizes odour
molecules, so people can enjoy the air around them and Breathe Happy
demonstrates the products’ effectiveness and that freshness and scent
can transform the air.

About Procter & Gamble in the UK and Ireland

Four billion times a day, P&G brands touch the lives of people around
the world. The company has one of the strongest portfolios of trusted,
quality, leadership brands, including Pampers®, Ariel®, Always®,
Pantene®, Mach3®, Fairy®, Pringles®, Lenor®, Iams®, Crest®, Oral-B®,
Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and
Fusion®. The P&G community consists of over 127,000 employees working in
over 80 countries worldwide with approximately 6,000 of our global
workforce working in the UK and Ireland. Please visit our website: http://www.pg.com/en_UK
for the latest news and in-depth information about P&G and its brands.